Wine is no longer a drink restricted to women, brunch, and discussions about literature at a fine dining where you end up spending at least a quarter of your month's salary. With its growing popularity among millennials worldwide, including India, it has found a nook for itself where it comfortably sits, unthreatened by beer and hard liquor.
Not only are millennials embracing the wine culture, but they are also altering it to make it their own. Authentic is a word that can be adequately used to describe millennials – or at least their desire to be so, and they don’t disappoint us here either. Sure, wine is still what is considered an appropriate drink at family get-togethers and formal dinner parties, but it has expanded into so much more than that. According to a report by USA Today, millennials drank 159.6 million cases of wine in 2015 alone — 42 percent of the wine consumed in the U.S.
Wine isn’t just limited to the artsy, the elderly or the ones drinking under doctors instructions. But the question arises – is the true essence of wine being lost on millennials who are more concerned about chugging their Sulas straight from the bottles and taking boomerangs clinking glasses together? How many of them even pay attention to the texture, aroma, and body of the wine? How many of them would still consume wine, if it didn’t look pretty and wasn’t what their friends drank?
A lot of people I know have made the switch in recent years from hard liquor to wine. They don’t follow a hard and fast rule and occasionally do have the vodka shots being passed around in a pub, but prefer wine for reasons I have tried to briefly branch on. Most of them like it for the bittersweet taste it is characterized by – and mind you, this taste tends to vary in its intensity and bitterness, depending on the brand. I too, have started preferring wine at most outings, especially if we’re not drinking by the glass. It serves the purpose of a casual drink with a meal, and also for when you want to be a bit tipsy, or more.
A friend of mine who swears by wine, tells me how it never gives her a hangover, regardless of whether she’s drinking from the bottle or the glass! Some choose wine because of how light and easy on the stomach it is. Although not a lot of people know about the health benefits of wine (yep, that’s a thing), it is still sometimes considered the ‘non-alcoholic alcohol,’ and ‘the safe drink.’
While white wine is yet to find a place in the glasses and pockets of millennials in India, red and rose wine have quite a large fan base. And boy, are we vocal about it or what! From t-shirts that say ‘Will whine for wine’, to Instagram pages dedicated to memes and quotes about wine, we love to showcase our fine drinking choice. The best part? The different brands and their pricings ensure that there is something for everyone, no matter when your last salary came in! My personal favorite is the 300 rupees Kyra, which is easy on the taste buds as well as my wallet. It’s perfect for a house party, pre-drinking in the car, a date outside the confines of a club or even as a pick-me-up drink alone at home after an exhausting week.
For a generation so fickle, let’s see how long this wine trend lasts. Until then, as they say, Wine, Dine and 69!